PENGARUH KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TOKO MAS SEMAR DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MODERASI
The purpose of this research are to analyze the significant impact of
product quality, price, promotion, and customer satisfaction on purchase
decision and to determine how customer satisfaction can moderate the
product quality, price, and promotion on purchase decision. The aim of this
research is to give Toko Emas Semar Pasar Kalioso recommendation to
increase their revenue and to become a reference for other researchers. The
population of this research are 100 customer of Toko Emas Semar Pasar
Kalioso. This research using survey questionnaire method. The technique of
data analysis of this research is multiple linear regression analysis, T-test, Ftest,
coefficient determination, and absolute deviation. The result of this
research shows that the product quality does not affect significantly on
purchase decision of the costumers, the price affects significantly on
purchase decision of the costumers, promotion affects significantly on
purchase decision of the costumers, customer satisfaction affects
significantly on purchase decision of the costumers, customer satisfaction
does not moderate the effect of product quality on purchase decision of the
customers, customer satisfaction does not moderate the effect of product
quality on purchase decision of the customer, and customer satisfaction
moderates the effect of promotion on purchase decision of customer in Toko
Emas Semar Pasar Kalioso.
Keywords: Product Quality, Price, Promotion, Satisfaction, Purchase
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